MICHAELLAWSON

For the last couple of years I've been building consumer brands on my own, without a team or much of a budget behind me. The first was just finding its feet when a law changed and wiped out the whole category, forcing me to shut it down. Now I'm building Rendered, a small men's skincare brand. It's still early, but I'll be documenting the process on here, so stay tuned.

Most brands aren't really talking to their customer.

Most of them think they are, but the copy is written for a demographic instead of a real person. It's usually something like "guys in their thirties who care about their skin." Nobody has ever read a line like that and really resonated with it on a deep level.

So the ad gets a flicker of attention, runs for a week or two, and quietly dies in the account, and everyone blames the creative when it was never solely the problem. The real issue is that every ad is the same idea wearing a different outfit, the same person, the same angle and the same register, so Meta reads the whole batch as one ad, picks a winner, and stops bothering to show the rest, which is when costs drift up and incremental reach stops compounding.

The fix was never a better hook or a slicker edit. It's researching deep enough to find the actual people hiding inside a "target audience," the man with eczema who's stuck in a cycle of dependency on his steroid cream and now carries a quiet anxiety about it, who keeps his sleeves down in summer because it's spread across his arms and he'd rather be too warm than seen. Once you can picture him that clearly you can write to him, and then to the next persona, which is how the account keeps finding someone new instead of burning through the same warm pool until there's no one left.

My first brand,
where I was
mostly guessing.

In 2024 I started a brand based on a simple psychological insight: people quitting smoking don't only miss the nicotine, they miss having something to do with their hands. So Myst was born. My resources at the time were very limited, so I had to rely a lot on image ads and low-prod content I could film in the house, but with a lot of work I got it off the ground on organic promotion alone.

Sadly, just as I was about to commit to a large stock order, the 2025 single-use vape ban wiped out the whole category and I had to close the doors.

Looking back, I had no real system. I ran on instinct and copied whatever looked like it was working, and some of it genuinely did. But I couldn't have told you why it worked, or repeated it on purpose. What that brand did give me was a real feel for the difference between good and bad creative strategy, which is why I still look back on it fondly.

Myst Dream Lavender Aromatherapy disposable, nicotine-free Myst orders packed and ready to ship via Royal Mail
Rendered OS, the software I built to run the brand

The one where I
stopped guessing.

However, this time I decided I was going to do things differently. I started Rendered, a men's skincare brand built around beef tallow, from a more personal place. I'd spent years fighting my acne with products that never quite worked, and I didn't believe a rendered animal fat would do anything either. It turned out to be the thing that actually did, so I built a brand around it.

The biggest shift is that I lead with psychology now. Before anything else I get inside the customer's head: the forums they read, the content they consume, and the language they actually use, to find the real reason they buy rather than the surface desire. Then I write to that, and I build everything so the data from each test feeds the next rather than starting from scratch. The aim is to always know why something worked, so I can do it again on purpose.

I've leaned heavily on systems this time too, to the point where I've literally written my own software, Rendered OS. It's built into Claude, so I can link it to my creative workflows and to the Meta API for spotting patterns across the ad account. And because I'm still learning, I've built a full learning platform inside it: it turns anything I upload into science-based modules, with a spaced-repetition system so I'm more likely to remember everything I've learned.

The work that moved the numbers.

TikTok · Organic

A substitute, not a lecture.

Don't argue the benefit. Confirm the feeling.
Rendered Meta ad: 73% of men on long-term steroid cream report skin thinning, Danish Skin Cohort Study
Meta · Static

Borrowed proof.

Third-party proof does what a brand claim can't.
It's Not Cheap, Rendered Meta Ad
Meta · Static

Agree, then dismantle.

Not a price defence. A cost reframe.
Rendered Meta native ad: a man's eczema-marked arm on the bed at 3:17am, steroid cream on the nightstand
Meta · Native

Twenty-two years.

It never sells. It lets him recognise himself.

I get to know the customer
before I write a word.

It all starts with the customer's psychology, long before the creative gets ideated. This is how I work with my brand.

  1. 01

    Research

    Before I make anything, I dig into the customer, mining reviews, Reddit threads, comments and competitor ads for their exact words and the real reason they buy, rather than the surface desire.

  2. 02

    Synthesis

    I turn the raw research into three documents for each persona, a deep persona profile, a pain-moment dossier, and a bank of tagged angles, so that every ad pulls from the customer's actual language instead of guesswork. I build them once and then use automated systems that update them over time.

  3. 03

    Diversity, before concepting

    I distill the batch across an Andromeda signal map, including TEEP, valence, language intensity, awareness stage, self-concept and funnel stage. This ensures each creative provides a different signal to Meta, letting me make the most of my limited volume output.

  4. 04

    Analyse & feed the system

    I log every test with a hypothesis for why it won or lost, measured against what I expected going in. Most of this runs inside Rendered OS now: the image pipeline links to the Meta API and to Claude, so it can see the actual ad, the image, headline and primary text, right next to its metrics. Then I run my hypothesis prompts over all of it, loaded with context I've tuned myself, so the reasoning carries forward and the system keeps getting sharper.

Let's talk.

What I want next is to do this with more behind me than I have on my own. At the moment I'm looking for a junior role at a DTC startup or agency, where I can learn from more experienced strategists, sharpen my skills, and help other brands grow.